When it comes to beauty products, it is especially important for consumers to try them. Nonetheless, B2C E-Commerce continues to grow by a mid-range double-digit percentage figure in this sector in many European countries.

In the UK, almost two thirds of all individuals aged 18 to 35 planned to spend more on beauty products online in 2012 than the previous year. Between 2010 and 2012, approximately one quarter of Internet users in France ordered health and beauty products online. In Belgium, approximately one fifth of all Internet users said in April 2012 that they were planning to buy personal care products within the next twelve months online and in the Netherlands, approximately one third of all health and beauty products were purchased online in 2011.

In 2011, B2C E-Commerce was the fastest growing distribution method for beauty products in Italy, growing approximately 20 percent year-on-year. Growth rates in other countries are quite similar. In Germany, however, B2C E-Commerce with beauty and personal care products as well as perfume decreased in 2011 compared to the previous year.

Beauty and personal care B2C E-Commerce is further developed in countries such as France and the UK, compared to countries such as Germany.

Key Findings
- While personal advice and the ability to test products are important to beauty consumers, beauty B2C E-Commerce is increasing in Germany.

- In the UK, almost two thirds of all individuals aged 18 to 35 planned to spend more on beauty products online in 2012 than the previous year.

- From 2009 to 2011, more than 20% of Internet users in France purchased Health and Beauty Products online.

- Online sales of Cosmetics and Perfumes in Russia grew to more than RUB 2 billion in 2011.

- Cosmetics was a leading online product category in Ukrainian B2C E-Commerce, being bought by approximately one-fifth of online shoppers in 2011.